大数据对市场营销影响的研究毕业论文
2022-02-16 21:10:20
论文总字数：18439字
摘 要
近年来，随着移动互联网迅速发展，传统交流运营方式已经不能满足当下的时代要求，信息成为了比其他资源更加珍贵的要素，这就要求我们在数以亿记的数据中找到最为关键的要素，利用这些重要数据来寻求更大化的发展。
大数据作为一种新的资产是反馈市场的基础和根本，以数字化的形式反映消费者的需求和生产者的产品特征。对大数据进行研究，不但能在传统的营销基础上进一步发展，更是为将来的营销方法奠定了重要基础。
对这种特有的时代进行深层次的分析，不但有利于公司的发展扩大，而且有利于抓住大数据对市场变化的反映，为企业的销售运营提供参考依据。
关键词：大数据 市场营销 影响
Research on the Influence of Big Data on Marketing
Abstract
In recent years, with the rapid development of mobile Internet, the traditional mode of operation has been unable to meet the current requirements of the times, information has become more valuable than other resources, which requires us to hundreds of millions of data to find the most critical elements , The use of these important data to seek greater development.
Big data as a new asset is the basis and fundamental of the feedback market, reflecting the needs of consumers and the product characteristics of the producers in a digital form. Research on large data, not only in the traditional marketing based on the further development, but also for the future marketing methods laid an important foundation.
Various studies under the era of large data show that through the detailed study of the characteristics and processes of large data, as well as the analysis of the characteristics of the market under the era of large data and the analysis of the company's marketing model, it is not only beneficial to the development of the company , But also help to seize the big data on the market changes reflect the enterprise sales operations to provide a basis for reference.
Key words: big data；marketing；impact
目 | 录 | |||
第 1 章 绪论 | .................................................................................................................. | 1 | ||
1.1 | 选题背景........................................................................................................... | 1 | ||
1.2 | 研究目的与意义............................................................................................... | 1 | ||
1.2.1 | 研究目的................................................................................................. | 1 | ||
1.2.2 | 研究意义................................................................................................. | 2 | ||
1.2.3 | 理论意义................................................................................................. | 2 | ||
1.2.4 | 现实意义................................................................................................. | 2 | ||
1.3 | 文献综述........................................................................................................... | 2 | ||
1.3.1 | 大数据的发展现状................................................................................. | 2 | ||
1.3.2 | 大数据营销的发展现状......................................................................... | 3 | ||
第 2 章 相关理论基础.................................................................................................. | 4 | |||
2.1 | 大数据概念内涵............................................................................................... | 4 | ||
2.1.1 | 大数据的概念......................................................................................... | 4 | ||
2.1.2 | 大数据的基本特点................................................................................. | 4 | ||
2.2 | 大数据营销相关理论基础............................................................................... | 4 | ||
2.2.1 | 大数据营销的内涵................................................................................. | 4 | ||
2.2.2 | 大数据营销的应用价值......................................................................... | 5 | ||
第 3 章 大数据时代思维方式的变迁.......................................................................... | 6 | |||
3.1 | 从数据样本到全数据....................................................................................... | 6 | ||
3.2 | 从数据精准到数据混杂................................................................................... | 6 | ||
3.2.1 | 数据由精准转变为混杂......................................................................... | 6 | ||
3.2.2 | 对数据混杂的理解................................................................................. | 6 | ||
3.2.3 | 以 Google 翻译系统为例....................................................................... | 7 | ||
3.3 | 从因果关系到相关关系................................................................................... | 7 | ||
第 4 章 | 大数据环境下营销理念的变革...................................................................... | 8 | ||
4.1 | 从消费者信息数据库到消费者行为数据库................................................... | 8 | ||
4.1.1 | 从被动收集到主动判断......................................................................... | 8 | ||
4.1.2 | 以阿里巴巴公司为例............................................................................. | 8 | ||
IV
4.2 | 从“眼球经济”到“指尖经济”................................................................... | 9 | |
4.3 | 从消费者到生活者........................................................................................... | 9 | |
4.3.1 | 生活者发想............................................................................................. | 9 | |
4.3.2 | 以小米手机为例..................................................................................... | 9 | |
第 5 章 大数据对市场营销产生的影响.................................................................... | 11 | ||
5.1 | 大数据对消费行为的影响............................................................................. | 11 | |
5.1.1 | 消费者消费行为更加理性................................................................... | 11 | |
5.1.2 | 消费行为更易受购买评价的影响....................................................... | 11 | |
5.1.3 | 消费者品牌依赖度逐渐下降............................................................... | 12 | |
5.1.4 | 消费行为个性化................................................................................... | 12 | |
5.2 | 大数据对营销决策的影响............................................................................. | 12 | |
5.2.1 | 技术升级，注重实时处理及分析....................................................... | 12 | |
5.2.2 | 参与主体向社会大众倾斜................................................................... | 12 | |
5.3 | 大数据对营销战略的影响............................................................................. | 13 | |
5.3.1 | 协同营销的竞争格局........................................................................... | 13 | |
5.3.2 | 一对一营销的定位............................................................................... | 13 | |
5.4 | 大数据对营销要素的影响............................................................................. | 13 | |
5.4.1 | 顾客参与式的产品设计和个人定制................................................... | 13 | |
5.4.2 | 渠道缩短及多元化............................................................................... | 13 | |
5.4.3 | 价格透明度........................................................................................... | 13 | |
5.4.4 | 促销策略............................................................................................... | 14 | |
第 6 章 结论与展望.................................................................................................... | 15 | ||
参考文献...................................................................................................................... | 16 | ||
致谢.............................................................................................................................. | 18 | ||
第 1 章 绪论
- 选题背景
近年来,随着互联网快速而又迅猛的发展,大数据(big data)从只闻其名到家喻户晓，网络、媒体甚至政府机构都纷纷为大数据打上了聚光灯，大数据正从每个人的日常生活中以几何级数生长着。数字生活的流行吸引着越来越多的想从大数据世界中寻求到宝藏的掘金人，这其中当然也包括求新的营销传播。大数据让营销贴身化的特质日益突出，激发了越来越多的营销者想要借助数据的优异性让自身品牌的传播换发新生，带来了用数据武装营销的大数据营销时代。
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